How consumers buy into fashion and beauty brands through video
Steve HemsleyUK watch time of fashion and beauty videos on YouTube is skyrocketing, revealing key opportunities for marketers to reach engaged audiences and convert them into customers.
Boots, YouTube, McDonald’s: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
How brands are keeping their strategies alive amid global uncertainty
Charlotte RogersStrategy might seem like a luxury in the midst of an economic struggle like Covid-19, but thinking long term while pivoting in the short term could be a marketer’s best chance of success.
GE CMO Linda Boff on why marketers are the ‘soul’ of the business
Matthew ValentineThe GE CMO wants marketers to realise they are the “soul of the company” and find a way to work without fear, despite the challenging circumstances.
The need to innovate and the central role of marketing: Your Marketing Week
Sarah VizardWith Russell busy hosting sessions at the Festival of Marketing, it is my turn to offer a view on our key stories and what they mean for you and the industry. From the need for UK brands to innovate to the role of marketing under a new Tesco CEO, it’s been a busy week on marketingweek.com. Here is my take.
Marketers band together for book to raise money for the NHS
Marketing Week ReportersMarketers from brands including Tesco, Greggs, Adidas and Marks & Spencer have contributed to a book that aims to raise £100,000 for NHS Charities Together amid the pandemic.
Mark Ritson: Marketers blame CFOs for not getting marketing when it’s our fault
Sarah VizardAll too often the marketing industry wants to make the CFO the bête noire, but if they don’t understand the value of marketing that’s marketing’s fault, says Ritson.
Mastercard CMO: Long-term and short-term are not mutually exclusive
Sarah VizardMastercard’s marketing team is taking both a long- and short-term view as it looks to mitigate the risk of the pandemic on its business.
3 questions I wish I’d asked as a junior marketer: Pinterest CMO Andréa Mallard
Matthew ValentineTo become a modern marketing leader, you must be prepared to ask yourself tough questions, says Pinterest’s CMO Andréa Mallard, not least are you prepared to tell – and listen to – the truth?
Why Singaporean super app Grab is focused on ‘acts, not ads’
Charlotte RogersSpanning everything from ride hailing, to food delivery and payments, Singapore-based app Grab has pivoted at speed to respond to the challenges of Covid-19 across southeast Asia.
Tesco on how Covid-19 helped it to ‘really be at its best’
Molly FlemingMarketing Week’s Brand of the Year explains how listening to customers every day and doubling down on its strategy helped it weather the first coronavirus lockdown.
Marketoonist on humour in marketing: It can be an act of empathy
Charlotte RogersThe pessimism of the pandemic might be encouraging marketers to play it safe, but they could be underestimating the power of humour to connect with consumers even during a crisis.
Just Eat: We’ve done two years’ worth of learning in six months
Molly FlemingJust Eat admits it has had an “overwhelming” data to make sense of during the pandemic but that it has found insights to help build both its and its partners businesses.
A true purpose creates value for society as well as shareholders
Marketing Week PartnerThe pressure marketers and brand leaders face to create value from purpose is growing. But many still struggle to understand how to realise its potential and the role it plays in recovery.
From periods to menopause: How marketers are challenging the ‘last taboos’
Molly FlemingMarketing taboo products can be tricky with communications playing a key role in education, but restrictions can foster greater creativity.